Brand Tone

Nostalgic, Traditional, Heartfelt, Engaging, and Personable, while maintaining warmth and authenticity.

Brand Values

• •Tradition
• •Authenticity
• •Quality
• •Family & Connection
• •Cultural Pride

Best Practices

• •Lead with Emotion and Nostalgia: Always frame the product within a story or an emotion. Use words that evoke memories, family, and comfort. Instead of "Buy our cajeta," try "Remember the taste of home? Our cajeta is made just like grandma used to make it."
• •Emphasize "Artisanal" and "Traditional": Consistently use keywords that reinforce the brand's core values. Words like "artisanal," "traditional," "authentic recipe," "hand-made," and "Hecho en México" should be staples in your copy.
• •Use a Warm and Inclusive Voice: Write as if you were speaking to a friend or family member. Use welcoming language ("nuestra familia," "contigo") and ask questions to encourage engagement and make the customer feel part of a community.
• •Keep it Simple and Descriptive: Focus on the sensory experience. Describe the creaminess of the jamoncillo, the crunch of the obleas, and the rich flavor of the cajeta. Simple, direct language is more authentic and effective than overly complex marketing jargon.
• •Adapt the Tone, Not the Values, for Each Platform: While the core message of tradition and authenticity should remain, the delivery can change. Use fun, engaging videos on TikTok, beautiful visuals on Instagram, and community-focused stories on Facebook. The what (the brand values) stays the same, but the how (the format and style) adapts to the audience of each platform.

Social Perception

Trusted purveyor of authentic, high-quality traditional Mexican candy; a connection to roots and nostalgic comfort for the Mexican diaspora; a cultural ambassador; reliable.

Copy Examples

• •Hay sabores que nos unen y nos recuerdan de dónde venimos. Nuestras Glorias, hechas con la receta de siempre, son más que un dulce: son la chispa de una buena plática, el postre de una comida familiar y un pedacito de México en tus manos. ¿Con quién las compartirías tú? #DulcesSanJuan #SaborATradicion #HechoConAmor
• •From our kitchen in San Juan to your home. Discover the authentic flavor of artisanal cajeta, creamy jamoncillo, and crunchy palanquetas. Each sweet tells a story. What's yours? Order today and receive a sweet surprise with your purchase! #DulcesMexicanos #TradicionEnCadaBocado
• •The Sweet Taste of Tradition, Delivered. Bring home the authentic sweets of San Juan. Perfect for gifting, sharing, or just because. Explore our collection and find your favorite memory. #DulcesDeSanJuan #MexicoMagico
• •¿Antojo de algo rico y rápido? Un bolillo calientito con nuestra Cajeta San Juan es todo lo que necesitas para empezar el día con una sonrisa. ¡Puro sabor, cero complicaciones! #DesayunoMexicano #Cajeta #DulceTradicion
• •Subject: Un dulce saludo desde San Juan, [Customer Name] Body: Nos alegra saber que disfrutas del sabor de nuestra tradición. Como parte de nuestra familia, queremos darte las gracias. Aquí tienes un pequeño detalle para tu próximo pedido, para que sigas compartiendo los sabores que nos recuerdan a casa. Gracias por mantener viva la tradición.